Factory CEO Donato Cremonesi answers questions from those who want to attract new customers online.
Do you want to attract new customers online but the attempts you’ve made haven’t worked?
You were probably not reaching out to the right people in the right channels.
Online marketing is successful when it brings supply and demand together.
Donato Cremonesi, CEO of Factory, has one certainty: you have to position yourself toward a niche of people.
Here’s how he answered questions about attracting customers online.
What is the first thing to do to attract new customers?
The first thing to do to find new customers and increase business is to ask yourself a question: who are my ideal customers?
Sounds simple. Yet many entrepreneurs go to the trouble of answering it because they have never thought this through.
Aren’t all customers the same?
No. I challenge any business owner or merchant to interface with customers who do not pay, who look only at price and not quality, or who are always dissatisfied.
More importantly, some people are simply not interested in our offering. Or they identify with the values of a competing brand.
For each of these customers, there is a “made-for-us” customer.
We must therefore target a niche of people who are really interested in our offer.
To attract new customers, design your own Buyer Persona.
In an increasingly competitive and dynamic market, attracting new customers is a major challenge for any company, regardless of industry.
Often, however, marketing strategies are ineffective because they fail to take into account a fundamental element: in-depth knowledge of one’s audience.
That is why creating the Buyer Persona has become one of the most powerful and indispensable tools for those who really want to attract new customers in a targeted and effective way.
Drawing your Buyer Persona means going beyond simply defining your target demographic: it means building a real sketch of your ideal customer, understanding their needs, habits, interests, buying behavior and deep-seated motivations.
This is the only way to develop truly relevant messages, products and services that meet the specific needs of those you want to reach.
How to attract customers: is quality of leads more important than quantity?
Absolutely. The purpose of web marketing is not to increase the visibility of a brand or product if it shows it to people not in line with the proposition.
The purpose of marketing is to bring the brand or product closer to people who need it. Or, more often, who don’t know they need it, but have every reason to be interested in it.
What do customers want today?
According to research conducted by HubSpot, 93 percent of customers rate excellent service as a determining factor in their purchase.
Price is just one of many factors involved, but it is not as crucial as we may believe.
Brand values and experience with the company are far more crucial.
One should not underestimate the brand reputation: Today’s customers, before buying, consult social and reviews. They trust their peers and the sentiment online about companies.
What needs to be done to attract new customers?
There are 4 major goals to achieve to find new customers for our Companies:
- Differentiate ourselves from competitors by offering something unique to a niche of people;
- Make us be found where our potential customers are;
- Get to know our customers thoroughly (e.g., using the Buyer Personas methodology);
- Provide excellent service.
Is there a term in marketing for this process?
Yes. This is referred to as corporate positioning strategy.
It concerns how the company positions itself in the mind of the lead or customer. All marketing decisions and actions must depend on this field choice.
At Factory Communication we are particularly focused on this strategic aspect, because too often it is underestimated.
Presiding over all social, implementing Adv Campaigns, working hard on SEO and organic search to rank on search engines does no good if there is no positioning of the company upstream.
In our experience we have realized that there can be two ways to position a company.
- The first is a mix of SEO, adv and Social.
- The second is a structured and effective Inbound Marketing campaign (we manage this with a superlative CRM, which is HubSpot, of which we are a partner).
But before all this, we work alongside companies to set clear guidelines for positioning themselves:
- what niche they are targeting
- what they can offer that is unique
- Why they are different from competitors
Only in this way can we help them create content(content marketing) and the most effective strategies to acquire new customers in the short and long term.
Learn how Factory Communication helps companies with positioning strategy.
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